Frooti is one of India's oldest and most popular mango juice brands. First introduced to the market in 1985 by private company Parlé Agro, Frooti was the first drink to be sold in Tetra Pack packaging in the country, as well as the first one to offer a PET bottle and one of those delightful TCA Tetra Pak triangles. To add to Frooti’s popularity, the drink’s spokesperson is Shah Rukh Khan, King of Bollywood.

For the first time in 30 years Frooti was ready to unveil a new logo and earlier this year, the brand introduced a new logo and packaging designed by London-based Pentagram partner Harry Pearce.

Frooti asked New York based graphic design studio Sagmeister & Walsh to design a visual language, concepts and strategy for a brand launch campaign across print, social, web, games, and a television commercial, which made it as Lürzer’s Archive Spot of the Week.

In the spot, miniature characters find a giant mango while exploring in the desert and try everything to move the mango. They find no amount of force will make it budge before realising that only the power of their collective voice magically lifts the mango and bursts into the new rebranded Frooti bottle.

Concept storyboarded

“The goal was to introduce the new packaging in a fresh, bold, and playful way,” says the Sagmeister & Walsh design studio.

“The idea we came up with is to create a miniature world using tiny scaled models of vehicles, people and plant life. Only the Frooti packaging and mangos were kept in real life scale. This allowed the packaging and the mango to appear as the hero of the shots while allowing us to tell stories and add moments of humor.”

Stefan Sagmeister and Jessica Walsh travelled to India to take in the country’s ad scene. The studio sourced a bright, bold and playful colour palette for the campaign.

“We introduced four bold colours to the brand which complement the yellow of Indian mango and add a sense of playfulness across the imagery.”

Frooti before and after rebranding

For the television commercial, Sagmeister & Walsh collaborated with filmmaker and artist collective 1stAveMachine and animation collective Stoopid Buddy Stoodios who brought a miniature world to life through stop motion animation.

Each figurine character featured in the spot had to be 3D printed for every position they were in.

The brand’s face, Shah Rukh Khan appears in the live action portion at the end of the spot. The Frooti brand is embedded in popular Indian culture, so after 30 years, some people aren’t happy with the drastic logo change.

14 April 2015

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